CONTENTS 36


22


 ICEBIKE PREVIEW 7 With the 2024 edition seeing record numbers, Madison’s house show is back to highlight all that Madison and Sportline has to offer. CEO Dominic Langan reflects on the history to-date, and previews what people can expect this term


 NEWS HUB 15 The latest developments from across the bike trade


 WORKSHOP 18 BikeBiz visits the SRAM Technical Centre at ZyroFisher’s HQ in Darlington


 DISTRIBUTORS 22 Revelyst has announced the expansion of its dealer-direct and direct-to-consumer model for the Giro and Bell brands in the UK. BikeBiz catches up with senior UK country manager Robert Robinson to discuss the changes


 MICROMOBILITY 26 Tim Fendley talks to BikeBiz about the way we experience the world when walking, wheeling, and riding, comparing this to systems established and codified behaviour in other areas of daily life


 BRANDS 30 Rebecca Bland speaks to Emily Hughes, founder of women’s mountain bike clothing brand Trail Bloom


 APPOINTMENTS 33 This month’s movers and shakers throughout the cycle


industry


 TRENDSPOTTING 36 Simon Cox talks with Michelle Smyth, Head of International Sports & Cycling, at the WFSGI, to explore the global challenge of population inactivity.


40 Mark Sutton explores and ranks some potential outside factors that could come to better or backfire against the trade in 2025


46 Daniel Blackham looks at how China has provided respite for many brands by bucking market trends, as well as what the future could hold domestically and internationally


 BRANDS 49 Five minutes with Sinter


65


 PRODUCTS 53 New products and sector guides, including bike security (P59) and bike storage (P65)


www.bikebiz.com


@bikebizonline


bikebiz


JANUARY 2025


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